We are welcoming applications to become part of the Neuromarketing World Forum (NMWF) 2019 Program Committee. This involves playing a key role in determining the theme, selecting speakers and the submission review process. We are opening applications to all members of the community, from both industry and academia who feel they can contribute to this team as long as they do not have a commercial stake in the industry.

As a part of its outreach plans for 2018, the NMSBA is putting together a series of white papers and articles in INsights magazine to describe and promote the methodological breadth and depth of neuromarketing services available to market research buyers and offered by our supplier members.

As a first step, we have devised this short questionnaire to build a database of current neuromarketing vendors, their methodological specialties, their offered services, and their geographic reach.

If your company offers any of the methodologies summarized below, please help us by filling out this questionnaire »

We call our new structure “Flip the Association”. This makes the community the main stakeholder of the organization’s direction. Interest groups (neuromarketing online, neuromarketing in retail, neuromarketing for audience research, the brain on branding, etc.) are formed. These groups are headed by a council with members who are an expert on the topic.

This will help us embed diversity deeper in our community. The councils will choose one representative to sit on the NMSBA Advisory Board.

If you wish to be part of the new structure, join the official NMSBA member meeting where the councils will be formed on March 7, in Singapore (appendix to the Neuromarketing World Forum).

NMSBA Announces the Biggest Change Since 2012

The Neuromarketing Science & Business Association, the NMSBA, will celebrate its sixth anniversary on February 2nd, 2018. After the excitement of founding a new professional body, our organization faces its next steps:

1. further shaping an institute focused on education,
2. building a strong network between science and business and
3. being a hub where people can find information about neuromarketing

Building on Our Competencies

At the NMSBA, our team consists of hands-on people with a passion for community building, event planning and knowledge sharing. This will always remain. During the past six years, we saw a motivated and knowledgeable group of supporters join our community. As the community exists and continues to grow because of our varied membership, we will formalize and strengthen the diversity (vendors, client-side, and academia) within our organizational structure.

New Structure: Flip the Association

We call our new structure “Flip the Association”. This makes the community the main stakeholder of the organization’s direction. Forming interest groups (online, retail, media, branding, etc.) that are headed by separate councils with expert members will help us embed diversity deeper in our organization’s structure. The councils will choose one representative to sit on the NMSBA Advisory Board. Gone are the days of local chapters and local representatives. Say hello to a more unified NMSBA. If you wish to be part of the new structure, join the official NMSBA member meeting where the councils will be formed on March 7, in Singapore (appendix to the Neuromarketing World Forum).

New Website: A Focus on Learning, Meeting & Buying

Our new website will sit firmly on our three pillars: learning, meeting and buying. Important neuromarketing books meetings and the company directory receive a prominent space. Not only that, the company directory will be easier to search, and the overall site will have a more approachable look and feel. The new website will be launched in Q1 of 2018.

One Renewal Date: 1 February

To improve our service level and in the interest of clarity, the renewal date for all NMSBA members will become February 1. New members will pay an amount in proportion to the first year of membership, depending on the remaining months until February 1. Existing members will receive a personal transition offer on January 15.

Exit Free Membership

Enter an improved membership offer

“The brain likes it easy” - however, our membership model was anything but easy. So we changed it a bit, to bring more equality to the membership offer.

The new model makes a distinction between individual and company memberships. Our company membership offers a differentiation between companies interested in applying neuromarketing insights and/or buying neuromarketing services (client-side) and companies that sell neuromarketing services (vendors). Vendor members (plan 'corporate + promotion') benefits from promotional perks, such as a listing in the company directory. All members receive the same publications including INsights and the Neuromarketing Yearbook.

Students & Academia

Students and academia get a significant break on personal membership; a 70% discount for students, a 40% discount for academia. Free membership is closed, but personal membership is now improved: offered at an attractive €129 + tax for INsights AND yearbook.

Transition for Existing Members

Existing will receive a personal transition offer from their current membership plan to the new membership, to align with the new renewal date and plans. This offer will be sent per e-mail to the NMSBA members next Monday. These offers are reviewed on an individual basis. Even so, existing members may decline the offer and continue under the conditions of their former membership until their original renewal date.

A Giant Leap

The NMSBA board and NMSBA staff are convinced that the above steps will help take our organization to the next level. Give us a giant leap ahead for shaping the neuromarketing industry into an international network of professionals. We thank you for your attention and welcome any questions, remarks or comments you may have.

Join the NMSBA!

Not a member yet? It is the right time to join! New members receive the book “Neuromarketing Essentials” by Peter Steidl when they join before February 15!

Sneak Peek of GRIT Report:
Most of the market research industry has entered the realm of nonconscious measurement usage or desire!

Greenbook is releasing the 2017 Q3-4 GRIT (GreenBook Research Industry Trends) report soon. For all the intense industry focus on Neuroscience and Behavioral Science methods, it has been baffling to see what appears to be low penetration for individual “System 1” tools specified in past Grit reports. We suspect that this is due to the fact that “Neuro tools” are a class of methods and that when spread out individually, they appear to be less than their shared usage and impact implies. This led us to combine the following five methods which comprise the backbone of nonconsious measurement across study types: Behavioral Economics Models, Eye Tracking, Facial Analysis, Applied Neuroscience and Biometric Response. (Implicit is also a major method in this class but is not yet included in the Grit Report.)

When we net the most prominent methods employed to capture nonconscious response, it appears that critical mass in the industry for both use (53%) and totalinterest (80%) has taken hold. No longer a “special occasion” consideration, nonconscious measurement has tipped to be embraced by the majority of the industry using one or more of the key methods available included in the Grit Report. Considering that the neuromarketing sub-industry is only about 10+ years old, this is a massive change in the thinking and acceptance among researchers and marketers alike.

These levels would, most likely, be even more dramatic if Implicit Reaction Time Testing were included in the study as well. Implicit is perceived to be one of the fastest growing nonconscious methods in the industry given the tool’s ability to be broadly applied and enable insight in the strength of conviction consumers hold for brand attributes and associations. It is strongly recommended that Implicit be added to future Grit Reports.

Labels

In use

Under Consideration

Total Interest

Net Nonconsious Measures

53%

27%

80%

Eye Tracking

34%

21%

55%

Behavioral Economics Models

29%

29%

58%

Applied Neuroscience

21%

22%

44%

Facial Analysis

20%

25%

45%

Biometric Response

12%

20%

33%

Also curious is the relatively high level of agreement to using or considering Behavioral Economics Models. Leveraging Behavioral Economics is highly desirable in that it has potential to have demonstrable impact on brand outcomes. The right “framing” or “anchoring” can sway a decision in a particular context and scenario testing alternative brand positioning can have a huge impact on optimizing selection. But we wonder if almost 1 in 3 in the industry are literally applying Behavioral Economics Models, or do the words “behavior” and “models” invite selection because of other associations such as behavioral surveys, media models, etc.

To get the most accurate handle on the penetration and growth of nonconsious measurement adoption by the marketing industry, it would be elucidating to get a better sense of what people mean by these terms used going forward and be inclusive of all major nonconscious methods in usage.

But all in all, it is worth taking note that a major milestone has been achieved and most of the market research industry has entered the realm of nonconscious measurement usage or desire!

The NMSBA Student Council did a tremendous job in creating a glossary for our new web (launched December 2017). Per today we will share their suggestion in the "word of the day" - section on the internal part of the our web, for NMSBA member's consideration, so members can fine-tune and clarify the final definition. Words that will be discussed are:

The Journal of Shopper Research invites you to submit an article. It is a peer-reviewed and open access journal distributed in the U.S. and internationally in digital and printed formats. The Journal publishes quality academic and commercial research providing new knowledge and understanding of shopper behavior with the potential to improve business practice. They are particularly interested in research that helps to identify the consumer, product, and contextual factors that are most influential in the shopper’s journey and drive the conversion of consumer demand into purchase.

The deadline for article submissions is Friday October 27.

The Journal provides a quick and constructive review process and timely publication of research findings. Submissions are accepted on an ongoing basis for consideration for upcoming issues of the Journal. The suggested length for an article is 3,000 to 6,000 words, which would be approximately 10 to 20 double-spaced typed pages; plus tables, charts, figures, and references. Published articles will typically be in the range of 5-10 journal pages, with shorter papers encouraged. Authors can use appendices to provide relevant supplemental materials. Papers can be submitted online via the Journal of Shopper Research website. Guidelines Papers should provide original insights based on objective, rigorous research. Empirical papers are preferred, but theoretical/conceptual papers will also be considered.

Given their readership of marketing academics and industry professionals, please highlight the practical implications of the research findings. The following is an indicative list of possible areas for submissions, but other topics are welcomed: